What is Mobile Engagement?

Part of our “From Good Push to Great Engagement” series

WHAT IS MOBILE ENGAGEMENT? | 1 Overall retention What Is Mobile Percentage of users who opened the app Engagement 100% 80% 76% 66% 60% and Why Does 60% 56% 52% 50% 47% 40% 40% 36% It Matter? 34% 32% 31% Why mobile engagement should 20% 0% be at the center of your mobile Month 1 Month 2 Month 3 Month 4 Month 5 Month 6

app strategy. Opt-in Opt-out

WHAT IS MOBILE ENGAGEMENT? Mobile engagement is the act of engaging a In this chapter, you’ll learn what constitutes user through available messaging channels quality mobile engagement, and when and how inside and outside of an app. Companies use a brand should reach out to customers. We’ll mobile engagement to deliver positive brand also cover the diverse revenue benefits that can experiences, support their business goals come from cultivating a loyal app audience. and build valuable, long-term relationships. Engagement typically starts the moment a user WHY SHOULD YOU CARE? downloads your app. Showing users your app’s Why is mobile engagement such a big deal for value from the very beginning is essential to brands? Mobile is where your customers are building a long-term relationship that keeps spending most of their time. A study published them coming back. by Compuware says that more than 80 percent of customers prefer mobile apps to traditional But it can’t stop there. Ongoing engagement websites.1 According to Flurry Insights, mobile with your app users is the ticket to keeping has officially surpassed the television as the them. Through an exhaustive data study of over favorite screen.2 3,000 apps, we’ve found that push notifications, just one capability of our mobile engagement With over two million apps in the Apple App solution, doubles user retention. Store and Google Play Store, consumers have

2 | WHAT IS MOBILE ENGAGEMENT? | 3 unprecedented options in the world of mobile Citing download numbers as a mark of your apps. app’s success is like tracking impressions on a website instead of other, more meaningful Brands are actively trying to increase their business outcomes. App downloads are a subscriber base through ads, and the ad market vanity metric. is responding. In fact, the price for promoting apps is escalating. Your app must stand out from the moment it is downloaded, otherwise, it will be promptly Most brands are still using a “download-only” forgotten (or worse, deleted). The answer to approach — simply trying to get users to this problem is to grab the attention of your app download their app — and considering that audience through mobile engagement from the to be meaningful. But what is the real value very beginning. of a download? According to The Good Push Index, Urban Airship’s landmark study on push A great example of the power of mobile notifications, 70 percent of an app’s users will engagement can be found by looking at defect after 30 days if the brand does nothing Redbox, a popular automated rental retailer to engage with them.3 of new-release movies and video games. With the Redbox app, users can browse options, find the nearest kiosks and reserve their Time spent on mobile devices and TV selections for pickup. Proof of the power of U.S. daily average (minutes) mobile engagement lies in the very first push

180 notification Redbox sent in 2012, which drove

170 16 times more online traffic than its busiest

160 day ever.

150 Through Urban Airship, Redbox uses push 140 notifications and in-app welcome messages 130 to educate and onboard new users as soon 120 as they download the app. The first push 110 notification in this series delivers a free rental 100 109 168 158 168 162 168 177 168 code within an hour after the app is first opened, which drives users to register and seek Q1 2012 Q1 2013 Q1 2014 Q1 2015 out their nearest kiosk.

4 | WHAT IS MOBILE ENGAGEMENT? | 5 Quality mobile engagement should empower a customer to engage with a brand at their exact moment of inspiration. This can mean informing a user’s future purchase, or simply delivering customer service right when they need it.

WITH GREAT POWER COMES GREAT RESPONSIBILITY As a new medium, mobile provides unique capabilities. The personal, always-on nature of mobile allows marketers to reach their customers and brand advocates anywhere, anytime. It’s a privilege to reach a person in such a direct and intimate way, and if brands abuse this privilege, the consequence will be felt when a user uninstalls their app.

FUELED BY MOBILE Although the majority (by a small margin) of digital transactions still occur outside of mobile apps, many crucial pre-shopping interactions are taking place via mobile. According to Deloitte Digital’s “Navigating the Digital Divide,” 64 percent of in-store retail sales are expected to be digitally influenced by the end of 2015.4

Additionally, InternetRetailer.com found that nearly half of digital shoppers at the top ten retailers are now mobile-only,5 which is especially impressive considering how recently mobile shopping became available.

6 | WHAT IS MOBILE ENGAGEMENT? | 7 Mobile vs. digital influence on in-store sales SOURCES:

1. Report: Mobile Apps: What Consumers Really Need $159B $539B $334B $1.1T and Want, Compuware. https://info.dynatrace.com/rs/ compuware/images/Mobile_App_Survey_Report.pdf

2. Blog: Mobile to Television: We Interrupt this Broadcast 5% 19% 14% 36% (Again), Khalaf, S., Flurry Insights. http://flurrymobile. Digital Mobile tumblr.com/post/115194107130/mobile-to-television-we- interrupt-this-broadcast

3. Good Push Index, Urban Airship, 12/06/2013. 2012 2013 2012 2013 http://urbanairship.com/good-push-index

4. Navigating the Digital Divide, Deloitte Digital, 2015. http://www2.deloitte.com/us/en/pages/consumer- MOVING FROM GOOD PUSH TO business/articles/navigating-the-new-digital-divide-retail. GREAT ENGAGEMENT html Whether it’s fueling conversions and 5. Nearly Half of Digital Shoppers at the Top 10 Retailers transactions, providing relevant utility, or are Mobile-only, Internet Retailer, 03/09/2015. https:// www.internetretailer.com/2015/03/09/nearly-half-digital- deepening customer relationships, there are shoppers-top-retailers-are-mobile-only many different ways to engage with your customers—inside and outside your app. By fostering a connection with your customers via mobile engagement, your app—and brand—will succeed and charge ahead of its competitors.

As leaders in the mobile engagement movement, we want to help you move from good push to great engagement. This book will explore what creates great mobile engagement—from the opportunity to engage across different channels to the new principles mobile marketers should consider to steps on how to successfully engage throughout the customer lifecycle.

8 | WHAT IS MOBILE ENGAGEMENT? | 9